Paramount Pictures Turn Back Time on IGN for Project Almanac Release

Paramount Pictures teamed up with IGN and digital advertising solutions agency AdForm to create an attention grabbing, time travelling Homepage Takeover for the release of Project Almanac.

Project Almanac is a Sci-Fi movie about a group of teens who discover secret plans of a time machine, and construct one. However, as they often tend to do, things start to get out of control. Paramount Pictures wanted their digital display to tie into the movie theme where possible and enlisted the help of gaming and entertainment site IGN. IGN’s production partner, AdForm, build consumer experiences that bring the average HPTO to life and so were the perfect fit for this campaign.

The HPTO looked ordinary enough however once you clicked on the billboard format the consumer was taken on a time travelling tour of IGN through the years. The HPTO changed to represent different IGN layouts over the years back to present day. The consumer was then shown the Project Almanac trailer and could continue through to more movie information and options on the landing page.

The campaign ran for one week and was extremely successful generating over 50k engagements with the average engagement lasting over 5 minutes. In times where clicks are no longer the measure of a successful HPTO, Paramount Pictures were able to cut through clutter and make the consumer sit up, take notice and interact with the brand.